The past New Year holiday of 2024 has witnessed a group of young people enthusiastic about exploring new experiences brought a brand atmosphere to the consumer market.

According to the New Year holiday consumption data released by Meituan.com, the volume of orders for activities such as house parties, tea gatherings, and Livehouse performances increased by 225% compared to the previous year, while other related activities have also gained popularity among young consumers nationwide. Based on data from Mafengwo.cn, Generation Z accounted for over 60% of the travelers during the New Year holiday, with theme activities, performances, and unique experiences as the most favored elements for young people's "New Year getaway."

Livehouse is a kind of indoor performance venue equipped with professional sound and lighting equipment featuring a direct connection between the stage and the audience area and a stand-up form of performance. As a unique music experience space, it is favored by young people for its immersive and interactive atmosphere.

With the rise of music festivals across the country, the music-centered Livehouse culture has also become virus nationwide.

Recently, Yanis Huang, the music director and musician associated with Jay Chou, held his first solo concert in 2024, titled "Y Universe", at the Xintang Store of E.C.PARK J Livehouse in Zengcheng District, Guangzhou. The concert was a huge success with no empty seats left. When well-known classic songs "Your Name Engraved Herein" and "Obviously" were sung, all those present joined the chorus together as if they were in a large karaoke room.

Mr. He, who came all the way from Tianhe District, shared his special short trip to Zengcheng District, which contains sightseeing during the day, the music performance in the evening, and a relaxing soak in the hot spring at the end of the day.

It has been recognized that Livehouse, as a music-themed activity and lifestyle highly sought after by young people, has become a new driving force for local cultural and tourism consumption. This combination of music, entertainment, and tourism constructs an important scene for consumption among urban youth.

Compared to larger music concert venues, Livehouses are more intimate and free-spirited, allowing the audience to move around the house and interact with the performers. Data show that Chengdu boasts the most Livehouses among cities, while Guangzhou is one of the cities where Livehouses originated, possessing a rich live music performance culture.

In the first batch of 50 popular new scenes of cultural and tourism consumption elected by the Department of Culture and Tourism of Guangdong Province in May 2023. there are four "New Scenes for Music Performance", with three of them being Livehouses, two of which are located in Guangzhou. Through the innovative fusion of "Livehouse + tourism", the local tourism industry will gain momentum to create immersive cultural tourism experience.

Source :Yangcheng Evening News

打造沉浸式文商旅艺体验，Livehouse文化正风靡

刚刚过去的元旦假期，一群热衷探索本地新玩法的年轻人，让消费市场有了不一样的新气象。

美团发布的元旦假期消费数据显示，轰趴、围炉煮茶、Livehouse等休闲玩乐订单量同比增长225%，相关玩法受到各地年轻消费者的欢迎。据马蜂窝大数据，Z世代客群以超60%的占比领跑元旦出行大军，主题活动、演出、特色体验成为年轻人最关注的“跨年游”要素。

LiveHouse这一具备专业音响、灯光设备的室内演出场馆，其形式多为舞台同观众区域直接连接，演出形式也多为站立式，因而更具沉浸及互动感，这种独特的音乐体验空间深受年轻人喜爱。

随着各地音乐盛会的兴起，以音乐为核心的Livehouse文化正在全国范围内迅速传播。

日前，周杰伦御用编曲演唱会音乐总监、音乐人黄雨勳2024年个人首场演唱会-黄雨勳《Y宇宙》全国巡演广州站于增城E.C.PARK J Livehouse新塘店举办，现场座无虚席。当《刻在我心底的名字》《明明就》等一系列音乐人制作的知名经典歌曲唱响，引发全场大合唱，歌迷犹如置身大型K歌房。

从广州天河赶来的何先生表示，此次特地安排了到增城的短途游，白天体验山水，晚上看音乐表演，结束后再去泡温泉，全程感觉既休闲又放松。

据了解，Livehouse作为广受年轻人追捧的音乐主题活动与生活方式，已成为推动当地文旅消费的新方式。这种集音乐、休闲和旅游于一体的体验，构成城市年轻人群消费的重要场景。

与大型音乐演出场所相比，Live House更加亲近和自由，观众可以自由在场内穿行，与音乐表演者进行交流互动。有统计显示，成都是Live House最多的城市，但广州却是国内Livehouse最早发端的城市之一，拥有深厚的本土音乐现场演出文化。

2023年5月，广东省文化和旅游厅评选出的首批50家“粤式新潮流”广东文旅消费新业态热门场景名单中，“音乐演艺新场景”有4家，其中3家都是Livehouse，广州占两家。通过“Livehouse+旅游”的文旅融合新模式，可为当地文旅产业引流造势，打造沉浸式文商旅艺体验。

文 | 记者 刘星彤 实习生 洪倍佳
图 | 主办方提供
译 | 洪婷